Unilever, the FMCG industry giant that entered the Romanian ice cream market in 2009 with Algida and Napoca, continues to rely on Romanian brands to boost its new business brought onto the Romanian market.
The producer sealed a partnership with Cadbury taking over the licence for the Rom brand, thus launching the third local ice cream brand in its portfolio, after Napoca and Big Milk.
Rom is the no. 1 brand on the Romanian chocolate bar market in terms of market share by volume, according to data provided by Cadbury.
The move will reduce the average price of Unilever's ice cream portfolio, considering local brands are around two times cheaper than international ones.
Unilever, the FMCG industry giant that entered the Romanian ice cream market in 2009 with Algida and Napoca, continues to rely on Romanian brands to boost its new business brought onto the Romanian market.
The producer sealed a partnership with Cadbury taking over the licence for the Rom brand, thus launching the third local ice cream brand in its portfolio, after Napoca and Big Milk.
Rom is the no. 1 brand on the Romanian chocolate bar market in terms of market share by volume, according to data provided by Cadbury.
The move will reduce the average price of Unilever's ice cream portfolio, considering local brands are around two times cheaper than international ones.
